Want to hear more from Danny? Join us at The Market Research Event (TMRE).

PB: What will people gain from your conference presentation?ĭB : People will see how a using a data-driven, customer-centric approach as opposed to a top-down company based approach can help to align efforts across a huge organization. This understanding is key to helping us be customer-focused and consumer-centric. When they understand this, it builds empathy and real connections. PB: How does this approach help tell a compelling marketing story?ĭB: We are using personas to bring the needs to life for our marketers, product developers and customer experience professionals to truly understand the challenges and needs of our customers. We will then target our customized needs based messaging to our target customers. We are now developing customized messaging based on solutions and need to appeal to our audience. We then mapped our solutions to the segments allowing us to understand from the individual’s perspective how our solutions help them achieve their financial wellness. First of all, we made tough decisions on which segments to focus on for each business, based upon market size and attainability, among other factors. PB: What are some examples of how you leverage an enterprise wide needs-based taxonomy at Prudential?ĭB: We are using the segmentation in a variety of ways. This data-driven approach to customers allows us to use a common language internally and focus on customer challenges in both development and communication. Bieniek, ABC: How can leveraging an enterprise wide needs-based taxonomy help shape an organization’s future success?ĭanny Blatt: We use the enterprise wide taxonomy and segmentation to enable the organization to move faster and be more focused. As a preview to his presentation, Danny shares his perspectives on “Redirecting a Big Ship: How an Enterprise Segmentation Can Drive Brand Marketing and Advertising Strategy.”

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